What is out-of-home TV (OOH)?
TV away-from-home includes TV-watching in bars, restaurants, hotels, stores, in other people's homes, in offices and work places, gyms, transportations, hospitals, waiting rooms... you name it.
Nielsen measured this TV consumption in Chicago (DMA N°3) with Portable People Meter technology (PPM). Nielsen acquired this measurement technology when buying Arbitron in 2013.
The three-month test, starting April 2014, combined data from an LPM (Local People Meter) panel and a PPM panel (adults 25-54, speaking English and Spanish).
The results are good news for TV networks and stations: the average increase coming from OOH TV is about 7 to 9% (a rating lift of 14% for sport programming); the increase is strong for daytime TV, although much less for prime time TV. But for the time being, OOH TV audience cannot be sold since it cannot be included in the current Nielsen metrics (NTI or NSI). It amounts to free audience for advertisers.
All the TV that fits?
The question now is how to combine three kinds of TV consumption: in home, outside the home (OOH) and mobile (smartphones, tablets) which is both in and out of home?
NB : The PPM passive technology uses a device that tracks all kinds of TV exposure. It detects an inaudible signal (encoded by TV networks) but not actual viewing, which requires attention if not intention and could only be captured by a TV set with a sensor (as used for DOOH measurements. See Eikeo). The survey combines two definitions of TV audience: being in a room with a TV set on (People Meter) and hearing a TV signal (PPM). Figures for hearing are probably higher than for watching.